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Introduction to SEO and SEO for WordPress

2.
A
li7le
about
us…
Chris
is
Chief
Informa9on
Oﬃcer
for
a
non
proﬁt
in
Melbourne
and
is
ac9vely
involved
in
tech
user
groups
including
co-­‐managing
the
Melbourne
SEO
Meetup
with
Michael
Jones.
In
his
spare
9me
he
also
enjoys
working
on
a
variety
of
web
projects
and
manages
a
few
of
his
own
websites.
Peter
Mead
is
a
WordPress
and
SEO
consultant,
with
a
focus
on
strategy.
Working
with
small
business
clients
to
deliver
personalized
WordPress
websites
and
specialized
SEO
services,
he
feels
quality
is
a
determining
factor
for
las9ng
success
on
the
web.
He
has
also
established
a
regular
WordPress
meetup
in
Bendigo.
Michael
works
at
Razorﬁsh
as
SEO
Manager,
Suncorp
Insurance
Head
of
Onsite
/
Technical
SEO.
Michael
has
12
years
of
search
engine
marke9ng
experience,
worked
with
many
large
organisa9ons
in
Australia
(both
in-­‐house
and
agency
side),
in
a
broad
range
of
industries
including:
shopping,
classiﬁeds
and
service
websites.
Michael
specialises
in
SEO
but
also
has
experience
in
SEM,
Analy9cs,
Social,
Local,
Reputa9on
management
and
Email
Marke9ng.
Peter
Mead
PeterMeadIT.com
Chris
Burgess
ChrisBurgess.com.au
Michael
Jones
HolidayPoint.com.au

3.
Agenda
• (Part
1)
Introduc)on
to
SEO
–
Chris
Burgess
– SEO
basics
and
why
SEO
is
important
– Areas
to
focus
on
to
help
you
get
found
in
the
major
search
engines
– Onsite
and
oﬀsite
SEO
– The
importance
of
keyword
research
• (Part
2)
SEO
and
WordPress
–
Peter
Mead
– SEO
and
WordPress
– WordPress’
SEO
capabili9es
out
of
the
box
– Recommended
plugins
– Themes
and
frameworks
• (Part
3)
SEO
Tools
–
Michael
Jones
– Common
issues
and
ﬁxes
– Tools
and
services
– Examples
of
some
do's
and
don'ts
– Where
to
from
here?
• (Part
4)
SEO
Q&A
Panel
and
Ques)ons

7.
Everybody
wants
to
get
found
Source:
h[p://moz.com/blog/smwc-­‐and-­‐other-­‐essen9al-­‐seo-­‐jargon
…but
not
everyone
can
get
to
#1
spot
on
search
engines
That’s
why
you
need
SEO.
At
least
not
at
the
top!
J

9.
Deﬁni)on
of
SEO
Source:
h[p://moz.com/blog/smwc-­‐and-­‐other-­‐essen9al-­‐seo-­‐jargon
“The
process
of
increasing
the
number
of
visitors
to
a
website
by
achieving
high
rank
in
the
search
results
of
a
search
engine.
The
higher
a
website
ranks
in
the
results
of
a
search,
the
greater
the
chance
that
users
will
visit
the
site.
It
is
common
prac9ce
for
Internet
users
to
not
click
past
the
ﬁrst
few
pages
of
search
results,
therefore
high
rank
in
SERPs
is
essen)al
for
obtaining
traﬃc
for
a
site.
SEO
helps
to
ensure
that
a
site
is
accessible
to
a
search
engine
and
improves
the
chances
that
the
site
will
be
indexed
and
favorably
ranked
by
the
search
engine.”
-­‐
Moz

10.
Search
Engines
–
Librarians
of
the
Internet
Think
of
search
engines
like
the
librarians
of
the
Internet.
Their
systems
collect
informa)on
about
every
page
on
the
web
so
they
can
help
users
ﬁnd
exactly
what
they’re
looking
for.
Surce:h[p://searchengineland.com/guide/what-­‐is-­‐seo

11.
Search
engines
use
a
program
called
an
algorithm
(think
of
it
like
a
secret
recipe)
to
determine
what
pages
to
suggest
for
a
search
query
by
a
user.
Surce:h[p://searchengineland.com/guide/what-­‐is-­‐seo
Source:
h[p://moz.com/blog/smwc-­‐and-­‐other-­‐essen9al-­‐seo-­‐jargon
Image
Source:
h[p://www.longtermﬁx.com/
How
do
they
do
it?

12.
Algorithms
are
constantly
being
updated
which
means
that
rankings
are
constantly
changing.
These
algorithm
changes
have
code
names.
You
may
have
heard
some
of
the
more
popular
ones
Penguin,
Panda
and
Hummingbird.
Surce:h[p://searchengineland.com/guide/what-­‐is-­‐seo
Source:
h[p://moz.com/blog/smwc-­‐and-­‐other-­‐essen9al-­‐seo-­‐jargon
Image
Source:
h[p://www.longtermﬁx.com/
and
h[p://www.markcijo.com/
Upda)ng
the
algorithm

13.
Surce:h[p://searchengineland.com/guide/what-­‐is-­‐seo
Source:
h[p://moz.com/blog/smwc-­‐and-­‐other-­‐essen9al-­‐seo-­‐jargon
Why
should
I
care?
If
you
own
a
website,
understanding
the
key
ingredients
search
engines
are
looking
for
in
their
secret
recipe
(ranking
factors)
and
making
it
easy
for
search
engines
to
ﬁnd
them
on
your
site
helps
to
improve
your
chances
of
being
displayed
higher
up
in
the
search
engine
results
page
(SERP).
This
process
is
known
as
search
engine
op9misa9on
(SEO).

16.
Ge]ng
Found
• Just
being
online
doesn’t
guarantee
being
found
• Lots
of
people
have
great
websites,
causes,
products
and
services,
but
they
don’t
get
much
traﬃc
• You
might
be
in
a
compe99ve
industry

24.
Keyword
Research
• Knowing
your
audience
• What
they
search
for
• What
keywords
to
focus
on
• Compe9tor
analysis
• Look
for
words
that
have
high
search
volume
and
low
compe99on,
they
will
be
easier
to
rank
for
Good
“Moving
house
on
a
budget”
Bad
“Broke
and
need
to
get
out?”
Good
“Bookkeeping
9ps
for
small
business”
Bad
“Ge>ng
your
books
in
order”

25.
Keyword
Research
• Many
tools
and
methods
available
• Looking
for
keywords
with:
– high
traﬃc
value
– low
compe99on
– make
great
9tles
– make
great
content
• Check
out
h[p://tools.seobook.com/keyword-­‐tools/seobook/

35.
Yoast:
Overview
of
features
• Developed
by
pro’s
(Joost)
for
pro’s
and
beginners
alike
• Very
easy
to
use
Features:
• Op)mize
your
WordPress
site
with
just
one
plugin
• The
most
complete
SEO
plugin
for
WordPress
available
• Content
analysis
func)onality
-­‐
write
be[er
content
with
the
built-­‐in
content
analysis
and
easily
op9mize
your
sites
9tles
and
descrip9ons
with
the
snippet
preview
• Automa)cally
generate
XML
Sitemaps
• And
many
more
technical
improvements
to
your
site
that
you
don’t
even
have
to
look
at.
Source:
h[p://yoast.com/wordpress/seo/

36.
Yoast:
Titles
and
meta
tags
• Set
templates
for
9tles
and
meta
descrip9ons
for
all
types
of
pages
globally
• The
WordPress
SEO
meta
box
to
op9mize
your
post
9tle
and
meta
descrip9on
• The
snippet
preview
shows
what
it
would
look
like
in
Google,
this
helps
us
crai
for
higher
click-­‐through’s
Source:
h[p://yoast.com/wordpress/seo/

42.
All
In
One
SEO
Pack
• Free
version
and
also
pro
version
for
$39USD
+
$49
every
12
months
h[p://semperplugins.com

43.
Broken
Link
Checker
• Checks
your
blog
for
broken
links
and
missing
images
and
no9ﬁes
you
on
the
dashboard
if
any
are
found.
• Free
plugin
h[p://w-­‐shadow.com/blog/2007/08/05/broken-­‐link-­‐checker-­‐for-­‐wordpress/

44.
Google
XML
Sitemaps
• This
plugin
will
generate
a
special
XML
sitemap
which
will
help
search
engines
like
Google,
Yahoo,
Bing
and
Ask.com
to
be[er
index
your
blog.
h[p://www.arnebrachhold.de/projects/wordpress-­‐plugins/google-­‐xml-­‐sitemaps-­‐generator/

55.
Robots.txt
• Robots.txt
is
used
by
Google
and
other
search
engines
to
know
which
pages
the
spiders
should
index.
• Can
edit
robots.txt
manually
or
with
a
plugin.
• Can
control
each
page
or
post
if
desired.
• Indexing
your
search
pages
Disallow:
/*?s=

56.
Excluding
content
• Exclude
category,
tag,
archive,
author
tags
to
suit
• You
can
do
this
manually
or
through
an
SEO
plugin

57.
Canonicalisa)on
• Google
introduced
canonical
link
to
dis9nguish
the
“original”
page
from
deriva9ve
pages
in
your
site,
to
avoid
"duplicate
content!"
• Set
in
the
seengs
of
your
WordPress
site
• Set
it
on
a
page
level
for
each
page
if
needed

58.
XML
Sitemaps
• XML
sitemaps
are
used
by
GWT
(Google
Webmaster
tools)
• Plugins
(such
as
WordPress
SEO
etc.)
let
you
create
and
control
details
of
said
XML
sitemaps.
• Tells
Google
what
is
important.

76.
Where
to
from
here?
• Check
out
some
of
these
resources
for
more
informa9on
• Google’s
oﬃcial
Webmaster
Guides
• h[p://moz.com/beginners-­‐guide-­‐to-­‐seo
• h[p://searchengineland.com/guide/what-­‐is-­‐seo
• Come
along
to
Melbourne
SEO
Meetups
h[p://www.meetup.com/Melbourne-­‐SEO/
• Thanks
to
David
Iwanow
for
some
of
the
images
and
9ps
J

77.
Recap
• Common
issues
and
ﬁxes
• Tools
• Examples
of
some
do’s
and
don’ts
• Where
to
go
for
more
info